Whether we like it or not, media enhancing digital technology is here to stay and is vastly changing the media landscape the world over.

Although traditional forms of media such as radio, TV and Newspaper continue to remain relevant to certain sectors of our society, digital trends such as websites, social media, on-demand videos and audios are on the rise.

This sentiment was expressed by Grant Sherlock, the Managing Editor of ABC News Digital during his presentation to members of the local media on the theme “New Digital Audience”.

He stressed that all we need to do is to embrace and adapt to the changes so that the local media continues to remain relevant and in par with global media practices.

Mr Sherlock emphasized that it is incumbent on the media to quickly embrace and adapt to the changes in digital trend to continue to remain relevant through the dissemination of news and information to the masses.

He mentioned that he is happy with the pace at which the local media expands into digital technology although there is still room for improvement in certain segments of the local media fraternity.

He however acknowledged that there are lots of questions about how digital platforms can make you money and this is an area where media organizations can re-strategize to ensure that they do not succumb to the challenges.

“It is encouraging to particularly note that even in organisations without a digital presence, photography and stories suitable for digital platforms are taken and written,” he said.

He identified that Facebook is key to reaching new audiences in the Solomon Islands because of its wider coverage and usage.

“Perhaps one of the interesting features of the local media is the fact that it has teams with skills that need only to be built on or redirected to work for digital,” Mr Sherlock stressed.

He further stated that In-spite of the digital change, it is heartening to note that radio and print will continue to be needed long into the future for certain segments of the audience.

The ABC digital expert went on to say that the fact that most of the digital responsibilities fall to a few people, needs improvement to avoid disruption to business.

Mr Sherlock acknowledged that the local media is limited by the availability of equipment to make digital content mostly due to cost and to some extent, the skills and know-how.

“It is sad that editorial teams are young and it’s common for people to move to PR early perhaps for better pay and conditions,” he said.

He cautioned that it is high time that media organisations re-strategize to accommodate the changes in digital technology to ensure they remain relevant.